25 Nov '15, 3pm

Fair Trade vs. Direct Trade: Communicating Yourself Into a Corner

Similarly, I have spoken with Fair Trade roasters who want to source higher-quality coffee but are concerned. Concerned about how to create incentives for quality without compromising their commitment to social justice. And concerned about how to communicate their new commitment to coffee quality in ways that don’t disrupt a narrative that has emphasized fairness. The Fair Trade communication dilemma? Fair Trade roasters have worked so hard to separate themselves from Direct Trade’s obsessive focus on cup quality that it has become the third rail of Fair Trade communications; but they may need to raise their game on quality to compete effectively in a marketplace flooded with extraordinary coffees — and to deliver on the promise of social impact at origin that is central to Fair Trade’s identity.

Full article: http://dailycoffeenews.com/2015/11/25/fair-trade-vs-direc...

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